Case Summary
Larry Brownlow was a full time student who would be completing a MBA soon. Larry decided to pursue a MBA because he wanted to become business owner. He had a trust worth $500,000 that would be dispersed to him once he turns 30. Larry was given the opportunity to apply for a Coors beer distributorship. Larry had to determine if purchasing the distributorship is a sound business decision before he applies. Larry did not have the time available to research the opportunity due to him pursuing a MBA full time. Larry hired Manson and Associates to conduct the research utilizing $15,000 as payment. Manson and Associates was a general research supplier that had done feasibility research in the South Atlantic region. Manson and Associates …show more content…
However, it is key to utilize research to figure out if the population in that particular area consumed enough beer products that would make it a sound business decision. A legal issue that possibly could arise would be employment lawsuits due to racial discrimination. Coors has been known publicly to discriminate against minorities. This may cause challenges for stepping forward into the markets in the area. Also, the sale of beer by local establishments could be subject to legal scrutiny if someone under the age of 21 was sold alcohol. South Delaware was lowly saturated in terms of the distribution of beer. A distributorship in South Delaware would need to rely heavily on the wholesalers in order to be profitable. Also, the installation of aluminum can recycle equipment is needed when possessing a Coors distributorship. With this notion, green consumers will be more likely to purchase products but will generate more expenses for the distributorship. The utilization of research from current market data of surrounding areas will be of huge value in defining target …show more content…
Larry did not possess enough funds to purchase the full research plan. He had to determine which information was important that would aid him in making a sound business decision on if he should apply for a Coors beer distributorship. In order to determine the target market, the research has to be completed. Coors utilized a plethora of marketing strategies, which consist of billboards, radio ads, television ads, and magazine ads. Also, a simple market strategy of word of mouth could be utilized to gain public knowledge. Larry has not decided if he was going to purchase a Coors beer distributorship therefore, a completed marketing strategy has not yet been determined. Once the research is completed, Larry will be able to figure out how much Coors products he will be able to sell and the cost for each Coors product to be
Larry Brownlow was a full time student who would be completing a MBA soon. Larry decided to pursue a MBA because he wanted to become business owner. He had a trust worth $500,000 that would be dispersed to him once he turns 30. Larry was given the opportunity to apply for a Coors beer distributorship. Larry had to determine if purchasing the distributorship is a sound business decision before he applies. Larry did not have the time available to research the opportunity due to him pursuing a MBA full time. Larry hired Manson and Associates to conduct the research utilizing $15,000 as payment. Manson and Associates was a general research supplier that had done feasibility research in the South Atlantic region. Manson and Associates …show more content…
However, it is key to utilize research to figure out if the population in that particular area consumed enough beer products that would make it a sound business decision. A legal issue that possibly could arise would be employment lawsuits due to racial discrimination. Coors has been known publicly to discriminate against minorities. This may cause challenges for stepping forward into the markets in the area. Also, the sale of beer by local establishments could be subject to legal scrutiny if someone under the age of 21 was sold alcohol. South Delaware was lowly saturated in terms of the distribution of beer. A distributorship in South Delaware would need to rely heavily on the wholesalers in order to be profitable. Also, the installation of aluminum can recycle equipment is needed when possessing a Coors distributorship. With this notion, green consumers will be more likely to purchase products but will generate more expenses for the distributorship. The utilization of research from current market data of surrounding areas will be of huge value in defining target …show more content…
Larry did not possess enough funds to purchase the full research plan. He had to determine which information was important that would aid him in making a sound business decision on if he should apply for a Coors beer distributorship. In order to determine the target market, the research has to be completed. Coors utilized a plethora of marketing strategies, which consist of billboards, radio ads, television ads, and magazine ads. Also, a simple market strategy of word of mouth could be utilized to gain public knowledge. Larry has not decided if he was going to purchase a Coors beer distributorship therefore, a completed marketing strategy has not yet been determined. Once the research is completed, Larry will be able to figure out how much Coors products he will be able to sell and the cost for each Coors product to be